If you're a tour or activity provider, chances are you've lost bookings to Online Travel Agencies (OTAs) like Viator or GetYourGuide. It’s frustrating—especially when those bookings could’ve been direct, with better margins and full control over the customer experience.
That’s where Google Things to Do comes in. This free Google feature helps tour operators show up when people search for local attractions—with your direct booking link front and center. When used correctly, it’s one of the most powerful tools to drive commission-free sales.
Let’s break down exactly how to get your tours listed, what you’ll need to do it right, and how to make the most of it.
Google Things to Do is a program that displays tours, tickets, and activities alongside popular destinations in Google Search, Maps, and Travel results. When someone searches for an attraction—say, “Statue of Liberty” or “Things to do in Moab”—Google may show available experiences right in the search results.
Here’s the best part: if your tour is properly set up, Google will link users directly to your website, not an OTA.
That means:
Higher profit margins
More control over customer data
Stronger brand presence
But there’s a catch—you have to configure it correctly.
Let’s be real. OTAs can help fill seats, especially when you’re just starting out. But over time, relying on them eats into your bottom line. With direct bookings, you:
Keep 100% of the sale (minus payment processing)
Own the customer relationship and email list
Control the pre- and post-booking experience
Avoid being undercut by OTA discounts or fees
Google Things to Do helps level the playing field by letting you compete directly—right on Google’s search results—without paying for ads.
To get listed, you’ll need to meet a few key requirements.
Google doesn’t allow just anyone to upload tours manually. You’ll need to work with a booking platform that integrates directly with Google Things to Do. If you're using FareHarbor (like many BeaconPoint clients), they already have a GTTD integration built in—you just have to configure it correctly.
Google Things to Do listings are shown next to well-known landmarks, parks, or destinations. Your tour must be linked to a recognized Point of Interest (POI) to qualify.
Examples include:
National Parks
Historic Sites
Museums
Cities or neighborhoods with verified locations in Google Maps
Pro tip: Use the official POI name in your experience title and description.
Google expects real-time pricing and availability—no exceptions.
That means:
Keep your tour info updated in your booking platform
Sync calendars and avoid double listings
Include detailed tour descriptions, durations, and pricing
If you’re working with a platform like FareHarbor, they handle much of the backend feed. But you’ll still need to ensure your experience content is optimized.
Getting listed is just step one. To really stand out (and get the click), your experiences need to follow a few best practices.
Include the location and POI when possible.
Instead of: “Guided Kayak Adventure”
Try: “Guided Kayak Tour of Antelope Canyon – Lake Powell”
Highlight what makes your tour unique while clearly explaining what’s included.
Focus on:
Duration
Group size
Accessibility
What to bring/wear
What makes it special
Most users will be clicking through from mobile. A fast, responsive website increases the chances of conversion.
Google Things to Do only shows one direct link per activity. If you have duplicate or near-identical listings across platforms, Google may prioritize the wrong one.
We’ve worked with dozens of tour operators who thought they were “set up” for GTTD, only to find out they were losing bookings to OTAs. Here's where things usually go wrong:
Not linking the tour to the correct POI
Incorrect or missing structured data
Improper FareHarbor setup (especially the lightframe)
Title/description mismatch with Google search queries
Cookie consent banners blocking tracking
It’s not always obvious what’s broken. That’s why a professional audit can be a game-changer.
At BeaconPoint, we specialize in helping tour operators use tools like FareHarbor the right way. That includes:
Google Things to Do setup audits
Tour content optimization for SEO and visibility
Fixing broken tracking and GA4 configurations
Maximizing direct bookings via FareHarbor lightframe
Whether you’re just getting started or trying to troubleshoot issues with your listing, we’ve got your back.
Google Things to Do offers one of the best opportunities for tour and activity providers to take back control of their bookings. If you’re relying too heavily on OTAs—or if you’ve set things up and aren’t seeing results—it’s worth a closer look.
Better visibility. More control. Higher margins.
That’s what GTTD can deliver—when you know how to use it.